Fitfactory provides MRP software to support manufacturers’ digital transformation programmes – helping them work smarter, become more agile and productive.

B2B media relations for a company delivering manufacturing digital transformation via MRP software

Achieving coverage in industry trade media to support a company rebrand


The company wanted to publicise the rebrand of its business by reaching manufacturing businesses in specific process engineering sectors including aerospace, automotive and the members of relevant associations serving those industries.


Using media relations via relevant industry trade publications, we would educate manufacturers about:

  • The imperative of undergoing digital transformation in their businesses
  • Streamlining production processes
  • Working in a more agile way
  • Gathering business intelligence for process improvements
  • Capitalising on market opportunities, such as on-shoring initiatives.

By focusing on informing and educating manufacturers about the wider industry issues that would affect recovery from the Coronavirus pandemic, this gave Fitfactory the permission and platform to also raise awareness and visibility of its rebrand – something that the media does not automatically consider to be newsworthy.


From an initial briefing and press release draft devised by the company, Metamorphic PR was tasked with reviewing, refining and tailoring the content to be effective in delivering newsworthy content and generating coverage in certain target publications. 

Through exploring and questioning the existing angles and emphasis in the company’s initial draft press release, we were able to develop the information about the business rebranding to a harder-hitting news story that would resonate with the target media and, in turn, manufacturers.

Metamorphic PR also researched around the story to identify and include references to an independent research report commissioned by Make UK/Santander, which supported Fitfactory’s claims that manufacturing digitalisation would be critical to the post-Covid-19 recovery in UK industry.


  • Media coverage in key industry publications including Production Engineering Solutions, Aerospace Manufacturing, Controls Drives and Automation and Business Cloud.
  • Featured in newsletters reaching members of the North East Automotive Alliance, Manufacturing Technologies Association and the Farnborough Aerospace Consortium. 
  • Story achieved page 1 in Google Search rankings for key search term “industrial digitalisation” during the campaign period.
  • Achieved inclusion of valuable backlinks in online media coverage to Fitfactory’s digital manufacturing diagnostic and road mapping tool.
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